2 Billion People Can’t Possibly Be Wrong; Here Is How You Get Access To Them
A lot of businesspeople think Facebook is not for B2B marketing. The issue with that blanket statement is the B2B aspect. Marketing is no longer B2 anything. Today, the best marketing is a person-to-person exercise. People do business with other people, and marketing is quickly becoming a one-to-one effort as opposed to what it has been historically, a one-to-many effort.
Marketers have always known that personalization improves lead generation and overall performance of your marketing, but today it’s gone even further. Marketing needs to be personal. It’s not enough to simply send an email that says “Dear Mike.” Today, I want to see content, offers and messages that recognize me as an individual. I want content that aligns with my persona and content that aligns with the fact that I own a business, live in the suburbs, drive a nice car, have two (almost) grown children and love to cook.
For marketers, only one outlet exists for getting this kind of intelligence: Facebook. They know everything about you because you’ve been telling them everything about you. This represents an incredible opportunity for marketers to create a personalized experience for your prospects that, if done correctly, produces leads, sales opportunities and new customers for your business.
Here’s how to take advantage of the Facebook community to drive revenue for your business.
CEOs Are On Facebook (In Fact, Anyone You’re Targeting Is Probably On Facebook)
We hear this all of the time: “My prospects and clients are not on Facebook.” You might be wrong about that. I’m the CEO of a few businesses and I’m on Facebook. Do I post pictures of my kids’ birthday parties, my vacations or my latest dinner party? No, but I’m on there, and I’m on there because my friends, kids, family and business associates are on Facebook. That’s why your prospects are on there, too. Don’t make me remind you of the 2 billion Facebook users. Your prospects are on Facebook.
But don’t take my word for it. You can quickly use the segmentation tools to find out for yourself. Take your persona profile and build a profile in Facebook. It will tell you how many people have a business owner title or a CEO title. It will tell you how many people have a private plane, own a vacation house or live in a certain geographic area. You can even target people based on the apps they use, pages they clicked or other ads they responded to. It’s highly effective and specific.
Video Engages Your Audience
If you haven’t noticed, most of the content in your newsfeed is now video. Facebook caught up to YouTube in realizing that many people would prefer to watch than read. Video is a powerful tool for marketers, and now that you can serve up the perfect video to the perfect prospect based on their perfect set of pre-defined behaviors, that’s the recipe for a highly effective marketing campaign.
I’m going to take this opportunity to tie it all back to strategy, because if this seems like it’s easy — create a video, buy ads, do the targeting and the leads come flying in — you’re mistaken. If you offer a self-serving video, advertising or promotional crap, you’ll find yourself with an underperforming program.
It still comes back to understanding your prospects and being able to give them content they enjoy and content that educates them in the process. Here’s an example: I love to cook, so I see a steady stream of cooking-related videos on my feed. These are all educational videos, such as recipes or techniques. Not one is trying to sell me cookware, cutlery or products. They know that when I watch the videos, I’ll click over to those pages to learn more or see what products I’m interested in. Make sure you take the same approach to your ads and content creation strategy.
The Costs Are Reasonable And ROI Is High
We’re constantly comparing ROI on our marketing and sales programs. What are we getting for the investment in the program? Some marketing tactics you simply have to invest in and they might return a relatively low ROI. Other tactics return a high ROI, and when you balance all of that out, you should have an investment that produces about 3x to 4x over what you put in.
Facebook ads are one of those programs that help to balance out the lower ROI tactics. Typically, the ads require a relatively low investment ($1,000 or less) and can produce an insane amount of leads. In some cases, you can generate hundreds of leads for just a few hundred dollars. Let me be clear: Every client is different and every program performs differently. Some clients do well with Facebook ads and some clients don’t do as well, and a wide variety of variables go into this.
This is not a secret weapon, easy button, unicorn or secret sauce. It’s another tool in our toolkit that helps us drive leads, sales opportunities and new customers for our clients.
Data Gives You The Ability To Test, Iterate And Drive Results
One of the aspects that I like the best is the ability to get data on the performance of the ads and data on the performance of the target audience. You can compare these ad campaigns to others like AdWords, content syndication ads and even ads distributed to an ad network as part of an ABM campaign. In days (not months) you see what’s working. In days you can make adjustments to see if you can improve performance, and in days you’ll know if you need to invest more or less.
Facebook is finally taking the walls down that separate inbound and outbound marketing. Inbound marketing is designed to earn attention and to get prospects to give you permission to market to them. Outbound marketing is designed to interrupt. I might need the product or service in your interruption, but it’s an interruption nonetheless.
Technology is making that line much grayer than ever before. Facebook is recognizing my online behavior, profiling me and then serving me ads that are directly related to my interests. Is that inbound or outbound? I think it’s up to the prospect to decide. When they serve me cooking videos, I love it. When they show me travel videos, I love it. When they show me business or technology videos and content, I love it.
This experience is 100% different than when I’m watching TV and have to sit through a 30-second ad for a product I’m not interested in. Call it inbound or call it outbound, but I call it engaging, effective and part of our programmatic lead, sales opportunity and new customer generation programs for clients.
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